LANDING PAGE COPY

The following checklist integrates research-backed insights into easyto-digest points. By focusing on clarity, emotional triggers, social proof, personalized CTAs, and consistency, you’ll transform your landing pages into high-converting assets, delivering measurable improvements in ROI.

1. Clear and Compelling Value Proposition

Does your headline communicate the main benefit?

Ensure your headline conveys what you offer and why it matters in one clear, powerful sentence. It should instantly grab attention and convey value. Test variations of benefit-led headlines using A/B testing.

Does your subheadline reinforce the headline?

The subheadline should explain how you solve the user’s problem and provide more context or proof to support the headline’s claim. Use customer-focused language to make the message relatable and persuasive.

2. Audience-Centric Messaging

Does your copy address specific pain points?

Speak directly to the emotional and functional needs of your target audience. Use VOC (Voice of Customer) research to ensure the language mirrors the way your customers describe their challenges.

Is the language personal and engaging?

Speak as if you’re talking to an individual, not a crowd. Use 'you' to keep the focus on their experience. Test different tones to find the right balance between conversational and professional.

3. Emotional Triggers and Psychological Techniques

Are you using emotional triggers to drive action?

Use fear of missing out (FOMO), urgency, or social proof to push users toward action. Incorporate scarcity (e.g., “limited spots available”) and emphasise pain avoidance or desired outcomes in your copy.

Do you include proof elements like testimonials or case studies within the body copy?

Ensure that any social proof is seamlessly integrated into the narrative to build credibility. Use stories of transformation to connect emotionally with your audience.

4. Storytelling and Relatability

Does your copy tell a story that resonates with the user’s journey?

Guide users from their pain points to the solution by telling a story that mirrors their challenges. Use before-and-after scenarios to make the value of your product or service clear and relatable.

Is there a human element in your copy?

Don’t just sell a product; sell a story. Share real customer experiences or insights from your team. Try humanising language like “We’ve got your back”, “We listen” and “We’ll hold your hand”

CONCLUSION

You now have an excellent resource for optimising your landing pages for maximum conversions. By following this checklist, you’ll uncover hidden opportunities and improve key areas that drive measurable results.